The Brand Within A Brand

CVS/pharmacy has a longstanding brand history tied to the services provided at the pharmacy counter; however, increased efforts to market “value priced” national brands necessitate CVS to develop a competitive beauty brand. The challenge of building a “beauty brand” within in the CVS/pharmacy brand was solved through the use of colorful graphics and beauty photography. A campaign was developed to support the Semi-Annual Beauty Sales for in-store, on line and in the CVS weekly circular.